The effect of gamification marketing activities on brand love with an emphasis on the mediating role of hedonic and utilitarian values

Document Type : Original Article

Authors

1 Assistant Professor, In Management, Faculty of Administrative Sciences and Economic, Vali-e-Asr University of Rafsanjan, Rafsanjan, Iran

2 Associate Professor, In Business Management, Faculty of Literature and Humanities Sciences, Ilam University, Ilam, Iran

Abstract

Objective: The purpose of this study is to examine the effect of gamification marketing on brand love, with an emphasis on the mediating role of hedonistic and utilitarian values.
Methodology: The present study is applied in terms of purpose and the data collection method is descriptive-survey. The data are collected using a standard questionnaire whose validity is assessed by face validity and its reliability by Cronbach's alpha coefficient. Furthermore, the covariance-based structural equation modeling approach is used to test the hypotheses. In the research model, a statistical sample including 396 customers of the app application that has a significant and positive effect on hedonic and utilitarian value is used to test the hypotheses in Kerman.
Findings: The study's findings indicate that the experience of game-making marketing activities has a significant positive effect on both hedonistic and utilitarian values. On the other hand, hedonistic and utilitarian values have a significant positive effect on brand love. Additionally, hedonistic and utilitarian values play a mediating role in influencing the experience of game-making marketing activities on brand love.
Conclusion: The findings of this study will be useful for more accurately predicting future customer behaviors as well as managing assets and game-making marketing activities. This study theoretically and empirically demonstrates that the experience of game-making marketing actions is effective in explaining the desired behaviors of customers. Therefore, this study extends game-making marketing actions to the context of desirable customer behaviors.

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History

  • Receive Date: 17 October 2021
  • Revise Date: 26 October 2021
  • Accept Date: 01 November 2021

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